Users' Perceptions of Benefits and Costs of Personalization

  title={Users' Perceptions of Benefits and Costs of Personalization},
  author={Horst Treiblmaier and Irene Pollach},
Companies collect a wealth of personal data about their customers to be able to target their promotional messages to customers' interests and demographics. Information technology and the Internet in particular have created new opportunities for data collection, storage and processing. While technology enables companies to address customers directly and therefore to increase sales and customer retention, this form of personalization may infringe upon users' desire for privacy. To examine this… CONTINUE READING

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